Budget is a vital part of the process and should be thought about carefully. All too often, we see digital marketing managers that want to focus on opportunities other than voucher and cashback, but need ROI.
“There is a need for the performance marketing industry to adapt and measure/reward based on other types of actions above and beyond last-click sales.” – Colin Carter, Director of Weather2Travel
As highlighted in Colin Carter’s PerformanceIN article, there needs to be a change of how we reward affiliates across the full user journey. Content publishers are often not rewarded fairly for their part in the buyer journey. Many brands still reward on a last-click basis, despite a shift toward multi-click attribution and merchants wanting to work on a content basis. It is important to understand the full value of an affiliate. This will make it easier to allocate budget accordingly.
In late January 2019, one travel client Intrepid ran a content campaign with Travelzoo to help promote Switzerland trips. This was a tenancy opportunity, and no sales were generated directly from the affiliate during the campaign. However, traffic increased by 140% and Travelzoo drove 91% of all new users that came to the site via the affiliate channel. The article had over 21,910 page views, and since the campaign, Travelzoo have gone on to generate a 1300% increase in sales in comparison to the previous 6 months.
The lesson here? If you were to look exclusively at the campaign period and from a sales perspective only, this campaign could have been assumed to be a flop. However, looking at the overall picture, we can see that this affiliate and campaign will provide positive results for an extended period of time, while opening up the Intrepid brand to a plethora of new customers.